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Rating Tech Vendors and UK Firms
February 2012


I hope that 2012 is starting off in the right direction for you and that your organization is making progress against the 2012 customer experience resolutions that I mentioned in last month's edition.


Before we get into the content, I'd like to invite you to complete our Q1 survey on CX management practices. As always, you'll get access to the research and an opportunity to win a $50 gift certificate. 


In this month's edition we're highlighting a couple of research reports that use the Temkin Experience Ratings methodology that we introduced last year in the 2011 Temkin Experience Ratings. It evaluates customer experience based on three dimensions:

  1. Functional: How well do experiences meet customers' needs?
  2. Accessible: How easy is it for customers to do what they want to do?
  3. Emotional: How do customers feel about the experience?

We used the methodology to evaluate technology vendors (based on feedback from IT professionals in large companies) and UK firms (based on feedback from consumers).


We also include links to some blog posts, including the very popular Customer Experience Reading List for Senior Execs.


The Temkin Group update provides our latest research plans, including some details on the upcoming 2012 Temkin Experience Ratings. We're also still looking to hire a customer experience analyst.

2012 Temkin Experience Ratings of Tech Vendors 


We are very excited about this research which we believe is the largest scale research on customer experience in the B2B tech sector. To understand how tech vendors treat their customers, we surveyed 800 IT professionals from large organizations. Here are the top 14 (out of 60) vendors in the 2012 Temkin Experience Ratings for Tech Vendors:

  • Microsoft business applications
  • Cisco
  • Microsoft servers
  • Microsoft desktop software
  • IBM software (other than SPSS)
  • Oracle business applications
  • HP products
  • Google
  • VMware
  • Apple
  • Oracle database software
  • IBM IT services
We also asked a number of other questions in the research, including how much the IT professionals expect their companies to spend in 2012 compared with 2011. Using their responses, we calculate a purchase momentum index for each firm that is the percentage of companies planning to spend more with the vendor minus the percentage that plan to spend less.




As you can see, experience is highly correlated to IT spending.

2012 Temkin Experience Ratings UK 


After we released the Temkin Ratings in the US last year, we received an enormous number of requests for us to replicate the ratings in other areas of the world, with the most requests coming from the UK. 


Well, we heard you and recently published the 2012 Temkin Experience Ratings UK report and launched the Temkin Ratings UK website. The UK ratings use a survey of 3,000 UK consumers to rate 66 firms across seven industries: banks, computer makers, credit card issuers, grocery chains, insurance carriers, retailers, and wireless carriers.


Congratulations to John Lewis and Waitrose which are the only firms to receive an "excellent" rating.


As you can see from the list, grocers and retailers dominate the top of the rankings. Those industries dramatically outperformed the other industries, especially computers and insurers.


Other Temkin Group Research

We also published three other research reports:

Customer Experience Matters Blog
CXPA Update 

Here are a few of the many activities going on at the Customer Experience Professionals Association:
  • Webinar: On February 13th, Ian Golding from Shop Direct will join me for a Webinar called Blending Operational and Customer Metrics.
  • Local networking events: we're putting together a schedule for a number of local sessions in cities like Boston, Atlanta, Toronto, and London.
  • Member Insight Exchange: We've started our planning for the next conference, which will be held in San Diego on June 19th & 20th.
The CXPA is a non-profit organization that's dedicated to the success of customer experience professionals. I highly urge you to join!
Temkin Group Update 

We're hiring! Temkin Group is looking to add a Customer Experience (CX) Analyst to the team. Who's the right person? Someone who combines a strong passion for and proven expertise in helping large organizations improve their customer experience. Click here for more information.
We're also working on some exciting new research. To begin with, the 2012 Temkin Experience Ratings will be coming out next week. Given the number of companies that asked us to be included, we've expanded the ratings to cover 18 industries (up from 12 last year) and more than 200 companies (up from 143 last year). This year's report will include an analysis of what has changed since last year. Of course, all of the data will be available at the Temkin Ratings website.
We will continue with the rest of the Temkin Ratings reports over the next few months, starting with the 2012 Temkin Loyalty Ratings. This analysis will once again enable us to determine the correlation between customer experience and loyalty and to calculate the business impact of customer experience improvements. We've been dabbling with the analysis already, and it's very, very compelling.
We have two reports in process for the tech industry. One examines product and relationship satisfaction for the 60 vendors in our study and the other calculates what we're calling "cloud readiness" based on feedback from IT professionals. 
There are a host of additional reports underway that examine consumer behavior, CX management best practices, and benchmarking data. Please let us know if you'd like to recommend other topics for our research.
Think about purchasing a corporate subscription to Temkin Group ResearchOur research bundles include access to all of our research for your entire organization, answers to questions that you have about the research or your CX efforts, and a strategy session to discuss the topic of your choice.


If you're looking to accelerate your customer experience efforts, here are a number of ways that Temkin Group can help:

  • Assessments of customer experience efforts, to identify gaps and opportunities to accelerate your transformation efforts
  • Speeches and webinars on a wide range of customer experience and leadership topics
  • Interactive workshops for executive teams or other groups to gain alignment around key customer experience principles and priorities or to develop plans in areas such as voice of the customer programs
  • Educational curricula to establish and reinforce an understanding of proven customer experience principles across an organization
  • Strategy reviews of marketing and product plans for vendors who want to help companies transform their customer experience
Drop me a line at, visit our website at, or give us a call at (617) 916-2075.




Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group

Chair, Customer Experience Professionals Association

Follow me on Twitter  

In This Issue
> CX Ratings of Tech Vendors
> CX Ratings of UK firms
> Other Temkin Group research
> Customer Experience Matters blog
> CXPA update
> Temkin Group update
Temkin Group
We are a research and consulting firm that combines thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their customer experience transformational efforts
CX Tidbits 

> Number of engaged employees is 59% at small firms and 40% at large firms


> 55% of US consumers use Facebook daily and 13% use Twitter daily


> Only 25% of large firms are CX Decision Makers while 45% are CX Metrics Ignorers


> 52% of consumers prefer good service over low prices for banks and computer makers, but only 25% feel that way about grocery stores and rental car agencies


> Only 19% of large companies are good at making trade-offs between CX metrics and financial metrics


> 75% of employees at customer experience leaders are highly or moderately engaged, compared with 30% at other companies


> For JetBlue, every 5 promoters leads to 2 new customers and every 16 detractors leads to the loss of 1 customer

Quick Links

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 CX Matters Blog


Temkin Ratings


Temkin Ratings UK 


CX Professionals Association 

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